… bad news for the “old” media
Good news for the internet marketing world for 2009. According to a research made by ZenithOptimedia the internet is the only marketing channel that can expect growth this year, with an estimate of 8,6% increase compared to 2008. Of the online marketing channels search marketing is the winner, going up 9%, while display ads will drop 1,8%.
This is just an estimate and the financial situation in each and every country will decide if this will be a reality, or not.
For more info about this see: http://www.brandrepublic.com/News/897907/World-media-spend-suffer-69-drop-UK-will-fare-worse/?DCMP=ILC-SEARCH
Looking at the large drops in the traditional media channels, UK and US markets are expected to drop 8-9%, it will be increasingly important for the established media agencies to incorporate e-marketing as a part of their services. In order to be able to compete, and survive, in the new media reality, they need to evolve.
A natural development would be to establish an e-marketing department that offers services such as webdesign, SEM, SEO, social network marketing, adserving, traffic management and webanalytics. In that way they can supply all of their clients needs, both in traditional and online media, and they do not run the risk of loosing share to smaller companies specialized in online marketing.
What does give the media agencies a bit of time on their hands is the fact that the online marketing world is mostly built up of companies specializing in small parts of the market. It is not an easy market to manoeuvre for a marketing director with the need position his company on the web. Often he will need a lot of different suppliers to meet his demands and it will be difficult for him to be sure that he really gets the services he needs at any time.
However, once the client has the choice between having 4,5,6 or more suppliers to their online marketing efforts, or just one who can manage your entire marketing account, the choice is easy. Having just one gives more control and reduces cost and time spent on follow ups. This gives the established agencies a way to stay ahead and secure their future.
In short, there are lots of possibilities for the media agencies prepared to evolve with the (internet) market. The rest will suffer during the years to come.
I guess there are many opinoins about the research done and what will happen in the long run. I welcome any comments and feedback and I will try to answer as soon as possible.
Alexander Dahl
